It’s difficult to assume a reporter working today who does not regularly visit “official” company websites. And it is difficult to imagine simply how much individuals websites have enhanced reporters’ lives.
Rather than calling a business to learn more and waiting days for his or her press pack to reach, reporters are now able to obtain the information they require within a few minutes having a couple of mouse clicks.
The above mentioned two sentences are apparent – so apparent, you may think, that they are barely worth mentioning. However a quick look into corporate and nonprofit websites discloses that lots of companies and nonprofits are missing a chance to market their tales.
Most websites are great about posting their latest news and press announcements. Reporters arrived at the website, see what’s recently been introduced, get what they desire and then leave.
However a couple of very clever websites will also be using individuals appointments with plant seed products for future tales with reporters. They “soft pitch” them on general styles or trends – not specific tales, but unique angles – that reporters will easily notice a bigger story.
The Urban Land Institute, a Washington, Electricity based nonprofit concentrating in land use issues, performs this particularly well.
Within their online “News” section, the audience keeps a “Leads, Tips, and conceptsInch apply for reporters. They view each reporter’s visit being an chance to cause them to become write greater than a single story regarding their group.
For instance, ULI lately recommended in the “Tips” section that reporters cover land use issues in the outlook during Generation Y, that 73 million person block of People in america born between 1979 and 1994. That youthful generation is forcing housing and entertainment designers to alter their methods to support Gen Y’s desires. Consequently, designers who understand their demands are thriving individuals that do not are in risk.
“These pointers are an easy way to boost our visibility using the media,” stated Trisha Riggs, ULI’s Director of Communications. “The Generation Y tip has led to some several news tales.”
Ms. Riggs hopes these pointers can lead to news tales, but states another purpose would be to draw the press for their website regularly and help remind them that they are open to help.
Additionally to posting this news tips online, Riggs states, “We send them to reporters at least one time every two several weeks by e-mail.” Individuals e-mails also frequently lead to elevated coverage.
How will you develop tips? Request your employees to inform you once they write a brand new paper, serve on the panel or provide a speech. You will probably learn about a growing trend, threat, or compelling fact that might be interesting to some reporter.
These pointers get one additional benefit. Your company’s issues are frequently “important,” try not to obtain that extra something which pushes them into the field of the “newsworthy.” But tips create a nice outlet for important tales, even individuals that lack an instantaneous newsworthy element. They might not necessarily create a large feature story, however they might be incorporated as a small sector of the story a reporter has already been focusing on.
